Local Brands Research Articles

Study on the Innovative Development Path of Rural Characteristic Sports Events in Ganzi Prefecture under the Background of Culture and Tourism Integration

Under the background of cultural and tourism integration, the development of rural characteristic sports events in Ganzi Prefecture faces new opportunities and challenges. By analyzing the rich culture, natural resources and the current situation of characteristic sports events in Ganzi Prefecture, this paper discusses how to innovate the development of these events in order to realize the deep integration of cultural tourism and rural sports and promote the development of local economy and society. The study finds that Ganzi Prefecture has a broad space for innovation in terms of event branding, integration of events and tourism projects, technological empowerment and community participation. To this end, this paper proposes an innovative path based on the excavation of local cultural resources, branding, digital promotion and industry linkage development, specifically including event branding, exploration of the integration mode of culture and tourism, the application of scientific and technological means, and the improvement of the community participation mechanism.

When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands.

Enhancing Consumer Loyalty and Market Competitiveness: Approaching IPA-QFD in Product Development

This paper provides an overview of AA.co.Store, is a fashion business founded in 2021. Despite being in the development stage, AA.co.Store can compete with other local brands in Sidoarjo. To maintain and attract more consumers, the company focuses on improving product quality. The success of a business is measured by the number of products produced and their competitiveness in the market. Product development is crucial to increase competitiveness and attract future consumers. The quality of the product and promotional activities significantly impact customer satisfaction. Pricing and distribution also influence purchasing decisions. To compete with competitors, AA.co.Store needs a comprehensive strategy. Research suggests that product quality, price, customer satisfaction, and brand image affect consumer loyalty and satisfaction. The purpose of this research is to improve AA.co.Store's product development using an IPA-QFD-based marketing mix aligned that very important for Development Goals (SDGs) of the store to compete with other local brands in Sidoarjo. The results of this study were AA.co.Store service quality, it can be concluded that Customer satisfaction with AA.co.Store services is fulfilled, which is indicated by the results of the questionnaire using the SERVQUAL method which does not show a negative value for the AA.co.Store brand when compared to other brands. There are three service quality attributes that need to be prioritised for improvement at AA.co.Store, namely the price of t-shirts that are more competitive than other brands, the condition of the parking lot, and cleanliness. There are several steps that can be taken to improve service quality based on technical needs, including: a.) changing the organisational strategy on company performance, especially in the operational section, b.) increasing the stock of materials to meet the number of orders, c.) providing training and development on existing SOPs, and d.) repairing and maintaining existing equipment in the company.

Minor Cannabinoid Profile of Unregulated Cannabidiol Products.

Background: Although the majority of cannabinoid research has focused on delta-9-tetrahydrocannabinol (Δ9-THC) and cannabidiol (CBD), there is increasing interest in the therapeutic effects of other phytocannabinoid compounds (i.e., minor cannabinoids), as there is little known about their effects or interaction with CBD. The current study objective was to determine the concentrations of 15 minor cannabinoids in unregulated, over-the-counter CBD products. Methods: A cross-section sample of 80 local and national brands of hemp-derived oil products was purchased both online and in local retail outlets in central Kentucky. Epidiolex® was included as a regulated control. Samples from each product were extracted by solvent extraction and quantified by liquid-chromatography tandem mass-spectrometry. The targeted cannabinoids were: cannabidiolic acid (CBDA), cannabidivarin (CBDV), cannabidivarinic acid, Δ9-tetrahydrocannabivarin, Δ9-tetrahydrocannabivarinic acid, Δ9-tetrahydrocannabinolic acid-A, Δ8-tetrahydrocannabinol (Δ8-THC), cannabigerol (CBG), cannabigerolic acid, cannabinol (CBN), cannabinolic acid, cannabicyclol (CBL), cannabicyclolic acid, cannabichromene (CBC) and cannabichromenic acid. Results: Among the unregulated products included in this analysis, the most frequently detected minor cannabinoids were CBDV (100% of samples tested), CBG (77%), CBC (72%), CBN (67%), CBL (67%), and CBDA (51%). Δ8-THC was not detected in any of the products tested. Concentrations of these cannabinoids varied widely from trace concentrations to several mg/mL (e.g., CBDA: 0.006-12.258 mg/mL). Conclusions: These data indicate CBD products often contain minor cannabinoids, although the array and concentrations of these cannabinoids vary widely across products. The concentrations of these minor cannabinoids are largely absent from product labels, leaving consumers uninformed about product contents.

Research on the Problem Analysis and Localization Marketing Strategy of Nike in China

This paper explores Nike’s evolving localization strategies in the Chinese market. It traces Nike’s journey from its initial entry into China to its significant growth, highlighting several key strategies. These include releasing limited edition products aligned with Chinese festivals, collaborating with influential local Chinese brands, securing endorsements from prominent Chinese sports celebrities, and sponsoring youth sports events such as the China National High School Basketball League. Additionally, Nike has actively engaged in community responsibilities and leveraged the Internet to expand its sales channels. Nike’s strategy of aligning limited edition releases with Chinese cultural events has resonated deeply with local consumers, creating a sense of exclusivity and cultural relevance. Collaborations with popular local brands have further enhanced its appeal and market penetration. Endorsements from Chinese sports celebrities have bolstered Nike’s image and credibility among local audiences. Sponsoring youth sports events has not only increased brand visibility but also fostered a connection with the younger generation. Furthermore, Nike’s commitment to community engagement and adept use of digital platforms have significantly expanded its reach and sales. These initiatives have collectively enabled Nike to continuously expand its presence and increase sales in the Chinese market, demonstrating a successful model for international brands seeking to localize effectively in diverse markets.

The Influence of Content Marketing, Perceived Quality, and Brand Trust on Repurchase Intention of Pixy Cosmetic Products in Surabaya

The cosmetic industry is a leading industry among the three national priority industries in Indonesia. One of the local brands that has survived in market competition until now is Pixy Cosmetic. This study examines the influence of Content Marketing, Perceived Quality, and Brand Trust on Repurchase Intention towards Pixy Cosmetic products in Surabaya. This study uses a quantitative approach and a Likert scale to measure variables. This research uses non-probability sampling with purposive sampling technique to determine the sample, using 91 respondents. Analysis technique that used in this study is SmartPLS to analyze data. The results show that Content Marketing, Perceived Quality, and Brand Trust have a positive and significant influence on Repurchase Intention towards Pixy Cosmetic products in Surabaya.

Consumers Love Local Brands. That's Good News For Family Businesses

Consumers Love Local Brands. That's Good News For Family Businesses

The Influence of Perceived Country Origin of Green Products Towards Generation Z: Local vs. Global

Purpose: This study aims to understand better the perception of the country of origin of green products towards the Generation Z population between local and global brands. This study also serves as a reference for future studies or research on how the influence of perception can determine the weight of how the Generation Z population views and potentially buy an environmentally friendly product between local and global brands. Method: This study uses primary data collected through questionnaires and distributed to the population of Generation Z from the island of Batam, with 376 valid respondents. Indicators from Partial Least Square-Structural Equation Modelling (PLS-SEM) were used to analyze how Local Brands and Global Brands can influence the perception of Green Products from the view of the Country of Origin from the Generation Z population. Result: The results of this study have practical implications, suggesting that the variables used in this study have a positive influence and are significant. For instance, Perceived Brand Globalness (PBG) and Perceived Brand Localness (PBL) have a positive and significant nature toward Brand Stereotype Warmth and Competence. Brand Stereotype Warmth and Competence also positively and significantly affect Perceived Value. Perceived Value also has a positive and significant nature towards Purchase Intentions. These findings are not only insightful but also relevant and applicable to the field of consumer behavior and green products.

THE IMPACT OF LOCAL PRODUCT BRANDING ON THE ECONOMIC PERFORMANCE OF AGRICULTURAL AND LIVESTOCK AGRO-PROCESSING INDUSTRIES IN VLORA

This study aims to examine the impact of local product branding on the economic performance of the agricultural and livestock agro-processing industries in the region of Vlora. Based on the data collected from local agro-processing and agro-tourism industries, the purpose of this research is to analyze how branding strategies contribute to increasing the level of sales, the level of income, creating a strong identity, and improving the performance of businesses and the territory where these businesses are concentrated. The study includes in the analysis the influence of the local brand in the creation of the identity, in the level of sales, in the income, the profit margins, and the improvement of the economic performance of the agricultural and livestock agro-processing industries. For this reason, the research was conducted with the inclusion of over 100 industries/agritourism, and the analysis of the questionnaire data was conducted with the STATA program. From the results of the research, it is clear that investment in the branding of products with local indicators is necessary to stimulate economic development and to strengthen the market positioning of businesses in the agricultural and livestock sectors. Also, this research provides important recommendations for improving branding practices as a strategic tool for the development and consolidation of agro-processing industries in the region.

Product Quality and Brand Trust Analysis on Customer Loyalty at Zetqlo Apparel in Bandung City

Introduction/Main Objectives: The purpose of this study is to determine how customer loyalty at Zetqlo Apparel in Bandung is affected by product quality and brand trust. Zetqlo, a jersey brand founded in 2018, has faced fluctuating sales from 2021 to 2023 due to concerns over declining product quality, which has eroded customer trust. Background Problems: The study investigates the problem of how declining product quality has affected customer loyalty, addressing the research question: How do product quality and brand trust influence customer loyalty at Zetqlo? Novelty: While existing research has explored product quality and brand trust individually, this paper focusses on their combined effect on customer loyalty within a local fashion brand context, an area that has been underexplored in Bandung. Research Methods: The study employs a quantitative approach, with data gathered from 100 respondents using purposive sampling. A structured questionnaire based on a Likert scale was used, and multiple regression analysis was applied to evaluate the relationships between the variables. Findings/Results: The analysis shows that product quality significantly and positively affects customer loyalty, while brand trust has no significant direct impact. However, product quality and brand trust together account for 73.9% of the variance in customer loyalty. Conclusion: The study concludes that maintaining high product quality is essential for sustaining customer loyalty at Zetqlo, while improvements in brand trust are also necessary. These findings suggest that enhancing both product quality and communication efforts is key to Zetqlo’s continued success in a competitive market.

Sustainable Strategies for Responsible Fashion: Adopting the Reduce, Reuse and Recycle Practices

The fashion sector, which contributes approximately 10% to global carbon emissions, exerts a considerable influence on the environment. The rapid pace of fast fashion has intensified both waste generation and resource utilization, thereby rendering sustainable practices an essential requirement. This study examines sustainable methodologies within the fashion industry, with particular emphasis on the implementation of the Reduce, Reuse, and Recycle (RRR) framework. The article explores how global and local brands in Delhi incorporate such strategies into their operations and gauges consumer awareness and behavior towards sustainable fashion. Studies indicate that barriers faced by brands while trying to achieve sustainability include the high price tag of sustainable materials, minimal recycling facilities, and the price sensitivity of the consumer. Hypothesis testing was used to examine whether the consumer behavior was significant on their purchasing decisions and sustainability. The results reflected that, while there is indeed a growth in awareness, consumers' intentions and actual purchasing behaviors seem to be quite divergent concerning the acceptance of sustainable fashion. Furthermore, the paper makes workable recommendations to make the fashion industry more sustainable by focusing on policy measures, innovations in brands, and education for the consumer. Key Words: sustainable fashion, reduce reuse recycle, consumer behavior, competitive advantage, supply chain sustainability

Proyek Pemasaran Digital di Sosial Media dan E- Commerce Melalui Pembuatan Content Marketing dan Advertising Campaign Untuk Meningkatkan Brand Awareness Racabel

This study aims to analyze the digital marketing strategies implemented by Racabel, a local fashion accessories brand, to enhance brand awareness through social media and e-commerce platforms. The project includes creating marketing content and paid advertising campaigns across platforms such as Instagram, TikTok, Shopee, and Tokopedia. The strategy focused on content optimization to strengthen audience interaction and increase engagement on social media. The results of these campaigns show a significant increase in followers, engagement rates, and sales conversions on marketplace platforms. With the right content optimization and measurable advertising strategies, Racabel successfully expanded its market reach and improved brand awareness among the target audience.

Local–Global Cobrand Positioning and Consumer Evaluations in Emerging Markets

Cobranding initiatives between a local and a global brand have become a prominent practice. This research contributes to the cobranding and global branding literatures by investigating the effects of positioning strategy of the cobranded product (global consumer culture positioning vs. local consumer culture positioning) on consumer evaluations in emerging markets. In five experiments, the authors show that using global consumer culture positioning for the cobranded product leads to heightened word-of-mouth intentions and more favorable product valuations. This effect holds for both local and global product categories. Building on signaling theory, the authors show that brand credibility mediates the effect of positioning strategy on word-of-mouth intentions. Further, when the local (vs. global) brand is the announcement source, using a global rather than a local consumer culture positioning leads to enhanced word-of-mouth intentions. Yet, for consumers with stronger ethnocentrism, when the global brand makes the announcement of a cobranded product positioned on local consumer culture, word-of-mouth intentions are higher. Altogether, the findings have nuanced implications for local branding, global branding, and young consumers in emerging markets.

Selection of wines for wine lists in restaurants of Bosnia-Herzegovina: A comparative study

This study examines the wine list strategy preferences among restaurateurs in Bosnia and Herzegovina, focusing on identifying which criteria are deemed most and least important. A structured analysis categorizes strategies based on their frequency of selection as “Most Important” and “Least Important,” establishing a clear hierarchy of value among various criteria. The findings highlight two predominant strategies: “Preference for local wine” and “High reputation brand,” which is significant in the decision-making process. Restaurateurs consistently prioritize these strategies, with a dual emphasis on promoting local wine traditions and responding to market demands for reputable brands. The study underscores a pragmatic approach among Bosnian-Herzegovinian restaurateurs, who prioritize familiarity and perceived market security in their wine selections, potentially at the expense of enhancing gastronomic experiences and customer education. Further analysis using Z-scores confirmed the statistical signif-icance of these findings, identifying Strategy Choices 4 and 6 with notably high Z-scores, indicating their distinct importance compared to other criteria. This quantitative approach enhances the understanding of how these strat-egies stand out within the surveyed context, emphasizing their relevance in shaping wine list strategies. The study contributes insights into the strategic decision-making processes of Bosnian-Herzegovinian restaurateurs regard-ing wine selection, highlighting the dominance of local wine preference and brand reputation considerations. It underscores potential areas for improvement in integrating gastronomic expertise and enhancing customer expe-riences, suggesting avenues for future research and strategic refinement in the local restaurant industry.

Pengaruh Country Of Origin dan Motivasi Konsumen Terhadap Keputusan Pembelian Produk Sepatu Sneakers Brand Lokal

Fashion trends that develop every year create different consumer behavior every year. Sneakers, which are included in fashion, are currently increasing their market expansion. The researcher's aim is to find out how much influence country of origin and consumer motivation have on purchasing decisions for local brand sneakers, quantitative methods with descriptive and verification are used in this study. This study applies purposive sampling techniques from a specific population. The Hair et all formula is used as a formula for calculating the sample size. The SPSS application is used by researchers as a multiple linear regression analysis tool. The final results of this study are shown by the country of origin variable which has a positive and significant effect on purchasing decisions and the same is the case with the consumer motivation variable which has a positive and significant effect on purchasing decisions. The results of this research show that the variables of country of origin and consumer motivation simultaneously have a positive and significant influence on purchasing decisions.

Perancangan Strategi Digital Marketing Pada Brand Sofia And Jenna Menggunakan Metode SOSTAC

The development of the Muslim Fashion Industry is increasingly rapid every year. This indicates that competition is getting tighter and the potential market for Muslim fashion in Indonesia continues to increase. Sofia and Jenna are one of the business actors operating in the Muslim fashion sector. Sofia and Jenna is a local brand that produces its own clothes (self-manufactured) which was founded in 2020. Even though it has been operating for several years, sales of Sofia and Jenna from January 2023 to October 2023 experienced fluctuations, in fact sales growth was still below Indonesian fashion industry. This is caused by several factors, namely low heart share and suboptimal use of digital marketing platforms, so this affects Sofia and Jenna's sales performance. For this reason, deeper observations were made regarding alternative solutions related to product, place, resource and promotion aspects. Of these four aspects, there is one aspect that shows the roots of the problem more than the other aspects, namely the promotion aspect. This research was conducted using the SOSTAC method which went through six stages, namely Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The aim of designing this digital marketing strategy is as a promotional medium and is expected to increase sales and marketing performance so that it can increase awareness of the Sofia and Jenna brand. Based on the digital marketing strategy design, this final project produced a design for the use of Social Media Optimization (SMO), Content Marketing, Partnership, Video Marketing, Linktree, User Generated Content (UGC), and Mobile Commerce Optimization tools. Then, the design is visualized using a Strategy Map. Through a structured and data-based approach, Sofia and Jenna are expected to be able to improve their position in the Muslim fashion market, as well as increase competitiveness and consumer loyalty towards the brand.

Upgrading the Capacity of Local Community and Tourism Branding in Pagar Jaya Village

Pagar Jaya Village is a coastal area at the southernmost tip of SumatraIsland and isolated in Punduh Pidada District, Pesawaran Regency, Lampung becomingone of the tourism villages in Lampung that has two main problems poor accessibilityand low capacity of the community. As a result of this problem, the "KITA PAGAR JAYA"program has successfully enhanced the community’s capacity in tourism, particularlyin the area of tourism branding. This program itself is implemented with SadarWisata and Sapta Pesona approaches. It was developed on 4 stages, first stage ispotential and problem identification, second stage is delivering material about tourismmanagement, the third is about MSMEs and branding knowledge, and the last stageis about evaluation of tourism management to develop sustainable system in PagarJaya Tourism. The implication of this program is to enhance the local community’scapacity to manage tourism by focusing on Sadar Wisata, Sapta Pesona, and disastermanagement. As a result, more community members are joining the Pagar JayaVillage Tourism Awareness Group and MSMEs to help with tourism management. Theprogram also includes creating promotional materials like pocketbooks, tourism videos,and social media campaigns to enhance the branding of Pagar Jaya Village.

Assessing Business Viability for a Production Joint Venture in the Indonesian Medical Device Industry

Research Aims: This study examines the viability of a joint venture between Daenamic Health Inc., a South Korean medical device manufacturer, and PT. Kenari Jaya Perkasa, an Indonesian medical device importer, to establish a local production facility for high-end medical devices in Indonesia. Design/methodology/approach: The research follows a structured approach involving the analysis of business model compatibility, external market dynamics, and the financial and operational viability of the joint venture. Employing qualitative analysis from discussions, VRIO Framework, and quantitative analysis from Analytic Hierarchy Process (AHP), the study evaluates market conditions and strategic fit between the partners. Research Findings: Findings indicate that Daenamic Health Inc. and PT. Kenari possess complementary strengths, forming a synergistic partnership poised to become a leading local brand for high end medical technology, as well as enabling access to more export market. Motivated by the need to reduce Indonesia's dependency on import, especially highlighted during the COVID-19 pandemic, this venture aligns with government policies to enhance local manufacturing and healthcare infrastructure. However, challenges such as navigating regulatory landscapes, managing a layered cost structure, and training local human capital must be addressed. Theoretical Contribution/Originality: Preliminary assessment for the joint venture’s establishment helps the partners to comprehensively assess their internal situation both as individual business and as future partners, prior to capitalizing the opportunity that comes with Indonesia’s vision towards healthcare self-sufficiency. As a result, partners’ synergistic strengths and aligned individual business needs positions the venture for competitive pricing and expansion in Southeast Asia and beyond. Keywords: Medical Devices; Joint Venture; Local Manufacturing; Market Dynamics; Strategic Fit

Increasing the Confidence of Local Brand Through Package Design and Information Label

Packaging design issues are rapidly gaining the attention of researchers as evidence indicates that most consumers are making choice decisions based on product package design. Furthermore, product information on packaging, such as ingredients and nutrition information, also increases consumers’ attention since consumers are concerned about healthy products. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging and information labels on brand awareness and purchase intention. Six hundred fifty people completed a self-administered online questionnaire based on the literature. The empirical results show that attitudes toward visual packaging and information labels directly impact brand awareness and indirectly (through brand awareness) influence purchase intention. Surprisingly, the comparison between global and local brands shows no differentiation between global and local brands. It means the local brands can compete with the global brands. Additionally, this research indicated no differentiation between high and low business reputations. It implies that consumers in Indonesia have positive perceptions and the same favorability for any brand. This study provides managers with insights emphasizing the visual packaging design factors and informative labels to form consumers’ brand awareness and influence purchase intention.

Evaluating the clinical significance of color stability in nanohybrid composite resins: a comparative study of local and international brands

Aims: The objective of this study was to evaluate the color stability of five nanohybrid composite resins, including locally produced Turkish brands and an international brand, after exposure to staining and brushing simulations over time. Methods: Five nanohybrid composite resins; Filtek Z550 (FLT), Dolgunn (DLG), RubyComp Nano (CMP), Nova Compo C (NVC), and Parion (PRN) were tested. Specimens underwent staining and brushing simulations designed to replicate clinical oral conditions. The staining process involved immersing the specimens in a coffee solution for 8 hours per day over a 10-day period to simulate short-term staining (t1), and for 12 days to simulate long-term staining equivalent to 1 year (t2). Brushing cycles were used to replicate the mechanical wear caused by daily oral hygiene practices. Color measurements were recorded at baseline (t0), after 10 days of staining (t1), and after 1 year of simulated staining and brushing (t2). Additional analyses were conducted using Energy-dispersive X-ray spectroscopy (EDX) and Scanning Electron Microscopy (SEM) to investigate structural and surface characteristics. Statistical analysis was performed using generalized linear models and two-way robust ANOVA to assess the significance of differences in color stability, with a significance level set at p